Marketing channels, buying behavior, and constraints in pesticide use among vegetable growers: A study from Raipur Chhattisgarh

Abstract

Pesticide management significantly influences vegetable productivity and farm income in India, where vegetables are cultivated over 10 million hectares with annual production exceeding 200 million tonnes. Present study analyses the pesticide buying preferences, promotional influences, and marketing channels among vegetable growers in Raipur district, Chhattisgarh. A total of 100 farmers from Arang and Dharsiwa blocks were surveyed using a structured questionnaire. Data were analysed using percentage analysis, mean score calculation, and Garrett’s ranking technique. The findings reveal that price (mean score 77) is the most influential factor in pesticide purchase decisions, followed by product quality (63) and value-added services (54). Among promotional tools, farmer meetings (66) and retailer influence (64) ranked highest, indicating the strong role of interpersonal communication. The majority (65%) of farmers relied on the traditional distribution channel (Company-Distributor-Dealer-Retailer-Farmer). The study highlights the importance of economic considerations and retailer guidance in shaping pesticide buying behavior and underscores the need for improved extension support for efficient pesticide use.